Domestic Tourism Research Articles

Economic Contribution, Characterization, and Motivations of Tourists: The Raymi Llaqta in Peru

This study assesses the economic contribution and motivations of tourists attending the Raymi Llaqta festival in Chachapoyas, Peru. This study used an econometric analysis based on the application of two types of regression models: non-zero truncated Poisson regression and zero-truncated negative binomial regression. Data were collected through face-to-face structured interviews with domestic and foreign tourists who visited Chachapoyas during the festival. Results indicate significant spending on accommodation, food, transportation, and activities. Tourist satisfaction averaged 3.7, with notable appreciation for the festival’s variety, authenticity, local hospitality, and safety. While both foreign and domestic tourists expressed positive views on the cultural representation and organization of the event, they suggested improvements in hygiene and promotional efforts. Despite using a structured questionnaire, response bias could affect the accuracy of self-reported experiences. This research provides valuable insights into the festival’s direct economic impact on the local economy and highlights the importance of high tourist satisfaction for effective marketing strategies.

Tourism’s Influence on Economic Growth and Environment in Saudi: Present and Future

Reports from the World Tourism Organization indicate that tourism activity has been increasingly booming; this sector is essential for economic growth and may affect the environment. Tourism is one of the key strategic sectors for planned growth in Saudi Arabia’s Vision 2030. This study is designed to evaluate the long-termning association between tourist arrivals, growth domestic product (GDP), and CO2 emissions in the Kingdom of Saudi Arabia (KSA). The data related to these variables were assessed for the period 2010 to 2020. The autoregressive distributed lag (ARDL) bounds results revealed that there are long-established relations between tourist arrivals and growth domestic product and tourist arrivals and CO2 emissions. The dynamic ordinary least squares (DOLS) and fully modified ordinary least squares (FMOLS) model outcomes were compatible with the outcomes of the ARDL model. In reference to the Granger causality test, tourist arrivals cause (affect) the GDP. Such a result confirms the conception that tourism encourages economic growth. No causality runs from tourist arrivals towards CO2 accumulation. This result may reflect the governmental effort to reduce CO2 accumulation and/or to perform tourism activities in a sustainable way. The results predicted that the growth rate of tourist arrivals, GDP, and CO2 accumulation equal 0.0023, 0.048, and 0.0169, respectively, during the forecast period (2021–2030), which appeared to be increasing for tourist arrivals and GDP and decreasing for CO2 accumulation. The study recommended that, to increase economic growth, tourist arrivals should be increased alongside performing tourism activities in a sustainable way. These findings point to the benefits of governance in ensuring effective policies to decarbonize the environment, and policy proposals are put forward accordingly.

A Novel Approach for Forecasting Tourist Arrivals Using Web Search Data and Artificial Intelligence

The development of economic activity has been matched by growth in the tourism industry. According to information, the tourism industry is growing and both the number of domestic and international tourists visiting each year is expanding. Because of this quick expansion, there are now critical complications with the management of tourism, such as predicting the arrivals for travel, particularly when a lot of people are visiting appealing locations for particular periods. The proposed Artificial Fish Swarm Optimized Dynamic Gated Recurrent Unit (AFSO-DGRU) approach transforms the forecasting of demand for tourism by utilizing intelligence from swarms to improve forecasts and strategically adapting to fluctuating visitor structures. It ensures accurate and dynamic responses even during times of uncertainty when demand is high. The study used Google Trends to collect data from searches on the web and examine trends in tourist’s interest and demand for travel. By combining innovative artificial intelligence (AI) algorithms with realtime online search data, this study presents a novel way to improve the accuracy of visitor arrival predictions. The proposed method performs better than the existing methods to utilize the parameters such as mean absolute deviation called MAE (42.01), mean square error denoted by MSE (3059.85), mean absolute percentage error defined MAPE (1.34), and RMSPE or root mean square percentage error (1.43). This research utilizes web search data and AI to improve the accuracy of forecasting tourist arrivals, offering valuable insights for understanding tourism trends.

Domestic Tourists' Perceptions of Education-Based Tourism Products at Bali Bird Park

Tourist perception is a tourist's view, understanding of a tourist towards a tourist destination. Educational tourism products are activities that integrate learning experiences with recreation to provide added value to tourists. This study was conducted at Bali Bird Park with the aim of determining the perception of domestic tourists towards educational tourism products at Bali Bird Park. This study is quantitative with a sample of 100 respondents who have visited Bali Bird. The data obtained were processed using SPSS with Descriptive Analysis, Validity Test and Reliability Test. Based on the average of each variable, the accessibility variable has the highest average value of 4.54 with a very good category. Based on the accessibility variable indicator, tourists really like access to the Bali Bird Park tourist attraction because it makes it easy for tourists to find the location of Bali Bird Park. While the variable that has the lowest average value is the price variable with an average of 4.13 in the good category. This is because the prices given are still quite expensive such as food and drinks due to the lack of restaurant facilities or food stands.

Analysis of the Current State and Prospects for the Development of the Tourism Services Market in China

Aim. The purpose of the study is to analyze the current state of the Chinese tourism services market and the prospects for its development in the context of the public policy of the PRC.Tasks. Research objectives: perform a cluster analysis of entrepreneurial activity in the field of tourism, construct a diagram of the distribution of travel agencies by clusters; comply with the current state of the tourism services market in terms of key metrics; study government support measures for the industry; determine the prospects for the development of the tourism services market of the PRC and Russian-Chinese cooperation in the context of the implementation of the new “double circulation” strategy.Methods. Methodological basis and research methods: systematic approach, logical analysis, synthesis, cluster and regression analysis, content analysis of open sources.Results. The results obtained: the supply-side model of China’s modern tourism landscape includes three clusters; The specificity of China’s domestic tourism market is the holiday tourism segment; a new driver of economic growth is domestic tourism, the preferences of domestic tourists reflect a wide range of interests; the system of state support for tourism includes direct and indirect methods that adapt to changes in the external and internal environment.Conclusions. With a high probability, the prospects for cooperation between the PRC and the Russian Federation are assessed quite highly; favorable factors in the development of Russian-Chinese cooperation are the opening of new “windows of opportunity” after the COVID-19 pandemic, as well as the restriction of outbound tourist flows to unfriendly countries and changes in the vector towards the BRICS countries, SCO, and EAEU.

Influencer Credibility as A Source of Travel Information for Generation Z to Bali

The development of technology is increasingly rapid, so tourism business managers must keep up with existing technological developments. Social media, especially Instagram, is one of the most widely used platforms in the world, especially for Generation Z. However, some respondents use Instagram for information and entertainment and there is a problem that the information obtained is sometimes not in accordance with reality, especially tourist information. This shows that there is still a lack of credible influencer filtering used in disseminating information about a product or place. This study aims to examine the differences in the interests of Generation Z in assessing the credibility of influencers as a source of tourism information to Bali. In the study, the researcher used a quantitative approach with data analysis used, namely the Multivariate of Variance Test (MANOVA). The number of samples used was 110 respondents per type of tourist. The sampling technique is non-probability sampling with a purposive sampling approach. The results of the study revealed that both domestic and foreign tourist groups judged influencers by their attractiveness to create a feeling of trust in the content disseminated. Meanwhile, for the gender group, they have the same perspective in assessing the credibility of an influencer.

Exploring spatiotemporal changes in market areas attracting domestic tourists by using extensive people flow data

Exploring spatiotemporal changes in market areas attracting domestic tourists by using extensive people flow data

How event quality affects satisfaction and revisit intention from the theory of planned behaviour

Purpose: The study aims to enhance the original theoretical framework of tourism planning by examining how event quality (ETQ), attitude (ATT), subjective norms (SNs), perceived behavioural control (PBC) and satisfaction (SAT) influence tourists’ revisit intention (RI). In addition, it aims to explore the connections between ETQ, tourists’ SAT and revisit intenion, addressing a critical gap in the literature.Design/methodology/approach: The authors gathered data from 491 domestic tourists who attended the inaugural Guizhou ‘Beautiful Countryside’ Basketball League in Guizhou, China, in 2023. Partial least squares structural equation modelling was employed to assess both the measurement and structural models in the study.Findings/results: The results revealed significant positive direct effects of ATT, ETQ, SAT, PBC and SN on RI. Furthermore, ETQ indirectly influences RI through SAT, highlighting SAT as a key mediator in this relationship. The extended theory of planned behaviour (ETPB), which included ETQ and SAT as newly integrated variables, provided a stronger framework for understanding the heightened influence of ETQ on RI.Practical implications: This study enhances the theory of planned behaviour model by integrating ETQ and SAT, offering valuable insights for extending the ETPB theory. While this contribution is significant, it also presents certain limitations.Originality/value: This article addresses a crucial gap by exploring how enhancing ETQ can directly improve tourist SAT and boost RI. It provides fresh insights into optimising event experiences, which is essential for sustainable tourism development and repeat visitor engagement.

Moderating effect of contextual factors on the relationship between travel motivation and destination loyalty among domestic tourists in the Coast region of Kenya

Despite the marginal growth recorded in the tourism sector in Kenya, the domestic visits and estimates fall far below the expectations. The study was guided by the following specific objective; to assess the moderating effect of contextual factors on the relationship between travel motivation and destination loyalty among domestic tourists in the Coast Region of Kenya. The study area comprised frequented attractions in the Coast region of Kenya. The study adopted an embedded mixed approach comprising descriptive survey and explanatory research designs. Simple random sampling and purposive techniques were adopted for domestic tourists, destination managers and experts respectively. Data was collected using questionnaires and interview schedules. Four hundred (400) questionnaires were distributed while 10 destination managers and 5 experts were interviewed. Data analysis was done using multiple regression models, hierarchical multiple regression and descriptive analysis. The multiple regression model results without interaction terms indicated that R-square = 0.442, implying that destination attributes and socio-psychological factors explain 44.2% of destination loyalty. The hierarchical multiple regression demonstrated that contextual factors have a moderating effect on interaction between travel motivation and destination loyalty since the model was significant {R2 = 0.255, F (7, 371) = 12.12, p =0.0001}. The model accounted for 25.5% of variation on destination loyalty. This means that the composite elements of contextual factors namely; political, economic, technological and socio-cultural factors significantly moderates the interaction between travel motivation and loyalty behaviour of domestic tourists. The null hypotheses were tested and rejected. The study recommends need for destinations and service providers to engage more on digital marketing and deploy technology during marketing initiatives and product development to capture niche segments since majority of the respondents were youth travelers

Factors affecting sustainable ecotourism in Vietnam: Mediating role of tourist satisfaction and attractive destination

The paper aims to identify factors affecting sustainable ecotourism in Vietnam, including the mediating role of tourist satisfaction and attractive destinations. The valid quantitative data were collected from a survey of 515 domestic tourists who have traveled to ecotourism areas in 5 selected areas in Vietnam, including Ca Mau Province, Can Tho City, Ho Chi Minh City, Binh Dinh Province, and Dong Nai Province. To test research hypotheses, data were analyzed using AMOS 24.0 and structural equation modeling (SEM). Research results show that tourist satisfaction strongly affects sustainable ecotourism (β = 0.341), followed by attractive destinations (β = 0.175) and environmental awareness (β = 0.147). In contrast, tourism management policy does not affect sustainable ecotourism. Besides, tourism management policy has the strongest influence on attractive destinations (β = 0.393), followed by the natural environment (β = 0.129), culture and society (β = 0.082), but infrastructure does not affect attractive destinations. Research results also show that the strongest influential determinant of tourist satisfaction is infrastructure (β = 0.448), followed by culture and society (β = 0.180), the natural environment (β = 0.150), and tourism management policy (β = 0.136).

An Analysis on Domestic Tourism Development Prospective in Karnali Province, Nepal

The main thrust of this paper is to elucidate various aspects of domestic tourism in the specific context of Karnali Province in Nepal. To elucidate the complex interface between tourism and people, attempt have been made to provide an analysis covering various aspects related to domestic tourism policies, programs, prospects and problems. This research was conducted under Mixed Method research design because the study was described systematically the major problems and prospects of tourism development in the study area. The districts and places for domestic tourism importance have been purposively selected in order to collect valid and reliable data from the local level. Tourism is a complex process related to the work and life of people who live in the tourism potential areas. The tourism phenomenon has to make a perfect match in order to harness the benefits of tourism related activities. This research based article covers various facts of tourism development related phenomena and processes as social, cultural, religious, and natural aspects when come together make a complex form of an integrated rural network.

Comparative Analysis of Agritourism Service Quality for Domestic and Foreign Tourists in Kerala: A SERVQUAL Approach

Aims: The article aimed to measure the quality of services offered at the agritourism centre to ensure the operational effectiveness of centres as well as the tourist satisfaction. The study uses the SERVQUAL model, which assesses dimensions such as tangibles, reliability, responsiveness, assurance, and empathy, to identify the strengths and weaknesses in service delivery in Kerala's agritourism sector. Understanding these differences is critical for tailoring experiences to meet the diverse expectations of both domestic and foreign visitors [1]. Objective: Analyse the Service Quality for Domestic and Foreign Tourists at Agritourism centres. Methodology: Primary survey was conducted among 150 domestic tourists and 150 foreign tourists who visited agritourism centres in Kerala using pre tested structured questionnaire. Results: The service quality analysis shows the highest satisfaction level of domestic tourists and lowest satisfaction level of foreign tourists towards the overall services provided at the agritourism center. The analysis revealed a lack of efficient signage boards, lack of trained guides and lack of accessibility features for disabled individuals at the agritourism destinations. Aside from these areas, the services demonstrated a higher level of performance. Neglecting these aspects will results in various negative outcomes, affecting tourists’ satisfaction and overall efficiency. Signage boards at agritourism destinations offer essential directions, enhance the overall visitor experience, and ensure both safety and accessibility. By focusing in clear, informative, and thoughtfully designed signs, agritourism destinations can boost visitor satisfaction, enhance their operations, and achieve success in a competitive market. The presence of trained guides will also enhance the tourists experience by ensuring safety, delivering valuable educational content, boost operational efficiency, provide personalized customer service, and support cultural and community engagement. Investing in well-trained guides enables agritourism destinations to improve the quality of their services, create memorable and rewarding experiences for visitors. Prioritizing the disability-friendly practices will play a key role in shaping a welcoming, inclusive, and successful industry that serves all individuals equitably. Conclusion: The study identified the quality gaps that experienced by the tourists at agritourism centres. Upholding high service quality in agritourism destinations is crucial for ensuring visitor satisfaction, gaining a competitive advantage, managing reputation, and maximizing both economic and community benefits [2]. Ultimately, high service quality will become the key driver of growth and prosperity for agritourism destinations.

Tourist Satisfaction in Kerala Agritourism: Insights from Domestic and International Visitors

Purpose: Tourism has been an essential component of human civilization since the beginning, evolving through various forms, phases, and practices over the centuries. Agritourism is a type of tourism that uses agricultural life as a tourist attraction. It is either agricultural tourism or agricultural marketing. It has the potential to generate additional income and employment for farmers. Agriculture has been a cornerstone of life in Kerala since ancient times, and even in today’s digital era, traditional farming methods remain prevalent among the farming community. It can help to boost local economic development and also helps to preserve biodiversity. Furthermore, rural communities must recognize the value of agricultural biodiversity and the need to protect it. It is important to measure the quality of services offered at the agritourism centre to ensure the operational effectiveness of centres as well as the tourist satisfaction [1]. The study was conducted to assess the level of satisfaction of foreign and domestic tourists in the agritourism destinations. Methodology: Primary survey was conducted among 150 domestic tourists and 150 foreign tourists who visited agritourism centres in Kerala using pre-tested structured questionnaire. Results: The findings indicated low satisfaction with accessibility, disability-friendly environment, telecommunication facilities and medical facilities available at the agritourism center. The low satisfaction level indicates that these elements are not functioning efficiently in agritourism destinations. As mentioned in the earlier discussions, accessibility is vital for the success of agritourism destinations. Most of the tourists were hesitant to revisit the centers because of inadequate accessibility. More than just a practical concern, it is crucial for boosting economic development, enhancing visitor satisfaction, and promoting sustainable agritourism practices. Likewise network connectivity challenges in agritourism centers located in hill areas pose significant obstacles to effective operation and visitor satisfaction. These issues affect communication, emergency response, and financial viability of centres as well as tourists. Medical facilities are essential to agritourism destinations, crucial for safeguarding the well-being of visitors. The agritourism centers are located in remote areas, making it challenging to access hospitals in emergency situations. So having adequate medical services in tourism centers are essential for protecting the health and well-being of tourists. Conclusion: The study assessed the level of satisfaction of foreign and domestic tourists in the agritourism destinations. Visitor satisfaction is critical to the success of agritourism destinations, as it influences visitor loyalty, the destination's reputation, operational improvements, and financial gains. By focusing on providing superior experiences and actively seeking feedback, agritourism operators can enhance their offerings, establish a positive reputation, and foster long-term growth.

Overtourism perception among residents in a rural proximity destination during the COVID-19-pandemic – The writing on the wall for a sustainability transition of tourism?

Abstract This contribution investigates overtourism perceptions among residents in a rural German destination during the COVID-19 pandemic. Using a qualitative approach, it examines the impact of these perceptions on residents’ quality of life and subjective well-being in the Allgäu. As international travel declined due to pandemic-induced travel restrictions, domestic tourism surged, potentially foreshadowing effects of a net-zero transformation in global tourism on rural proximity destinations. Semi-structured interviews with 12 residents reveal that most respondents perceived tourism levels as excessive, negatively impacting their subjective well-being. Changed spatio-temporal visitor behavior patterns, with tourists venturing into previously less frequented areas, often felt intrusive to locals. This shift in tourism dynamics from urban hotspots to rural destinations challenges the notion that overtourism disappeared during the pandemic. Notably, the contribution introduces subjective well-being as a reliable indicator for overtourism and explores a novel notion of overtourism resulting from the interrelationship between perception, subjective well-being, and attitudes. The findings suggest that increased proximity tourism, while reducing carbon footprints, may lead to perceived overtourism and declining tourism acceptance in substitute destinations. The study underscores the necessity for participatory destination management approaches that balance sustainability goals with resident well-being to facilitate a broader sustainability transition in tourism.

How to enhance the resilience of domestic tourism?

Enhancing domestic tourism resilience (DTR) is crucial to achieving high-quality development of the tourism industry. However, owing to the vulnerability of the tourism industry during the COVID-19 pandemic, the enhancement pathways and associated mechanisms of DTR need to be further investigated. Therefore, this study measures the DTR of China's 31 provinces by creatively combining the simple harmonic motion and regime-switching vector autoregressive models and explores its characteristics to lay the foundation for an empirical analysis. Furthermore, the study empirically analyzes the enhancement pathways and associated mechanisms of DTR using a spatial econometric model. First, this study found that tourism agglomeration, specialization, and diversification determine the characteristics of dynamic response and spatial distributions of DTR. Second, from the perspective of spatial effects, DTR in one region positively impacts that in adjacent regions, and tourism agglomeration in a specific region positively impacts DTR in adjacent regions. Third, in terms of mechanisms, tourism agglomeration enhances DTR by optimizing industrial structure and improving production efficiency, whereas tourism specialization and diversification enhance DTR by improving production efficiency and optimizing industrial structure, respectively. These findings provide information for the enhancement of DTR and achievement of high-quality development of the tourism industry.

Exploring the Role of Tourist Pro-Environmental Behavior in Autonomous Vehicle Adoption: A TPB and PLS-SEM Approach

As businesses and governments increasingly explore innovative strategies to promote pro-environmental behavior, autonomous vehicles (AVs) have emerged as a key initiative for fostering sustainable communities. However, the specific norms—personal, descriptive, and subjective—that influence behavioral intentions regarding AV adoption remain underexplored. This research addresses this gap by integrating the extended theory of planned behavior (TPB) with pro-environmental variables to examine both direct and indirect influences on behavioral intentions. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the proposed model was validated with data from 516 domestic Chinese tourists. The findings highlight that subjective norms and trust significantly shape positive intentions toward adopting autonomous vehicles. Furthermore, environmental knowledge and concerns exert a significant indirect impact on these intentions, underscoring the complex interplay of factors that drive pro-environmental behavior. These results provide valuable insights for policymakers and practitioners aiming to enhance the acceptance of AVs in China and offer a foundation for future research on the role of norms in technology adoption.

Factors Affecting the Creation of added Value for the Processing of Cinnamon Products of the People in Nambak District, Luang Prabang Province

In this Research aim to study the situation of creating added value by transforming cinnamon into cinnamon products, the factors that affect the creation of added value by transforming cinnamon into cinnamon products and the development direction in creating added value by transforming cinnamon into cinnamon products of the people of Nambak District, Luang Prabang Province. which uses qualitative and quantitative study methods using questionnaires from a sample group of 174 people. Then bring the data to analyze and organize the data in order to find descriptive statistics and reference statistics using SPSS version 22.0 program to analyze the data, the data as a result of the study as follows: 1) The result were situation of creating added value by transforming cinnamon into a cinnamon product. Most of the workers used in the production of cinnamon are family members. Most of the packing and labeling do not have a logo. Cinnamon sticks are different from others because they have sesame seeds or many other products. Raw cinnamon is collected by ourselves. In one year, we can produce enough cinnamon sticks to meet the needs of customers. Cinnamon sticks are not advertised. Most of the production and distribution of cinnamon sticks is in the form of self-production and self-sale, producing more than 11,000 cinnamon sticks per year, the customers who come to buy cinnamon sticks are domestic tourists, the problem of producing cinnamon sticks is that there are no raw materials as needed. 2) Factors that affect the creation of added value for the processing of cinnamon products of the people of Nambak District, Luang Prabang Province, it was found that there are 4 factors that affect the entrepreneurial, capital and the aspect of creating added value with Brand with statistical significance. 3) The way to create added value is to have promotions and provide more information or get back when the customer is not satisfied and to create a brand that is trustworthy, memorable, should have a story and repeated purchases from consumers, should consider raw materials by selecting local raw materials that have a story and a distinctive difference and value, should focus on premium and increased demand so as to produce more cinnamon sticks.

Effect of Perceived Risk and Travel Motivation on Tourists’ Decisions in a Crisis Context: A Domestic Tourist Perspective

The significance of tourists’ perceived risk and travel push motivation as need-driven factors has not been extensively examined within a crisis context. This study aims to evaluate their combined effect on tourists’ attitudes and behaviors, focusing on travel satisfaction and travel willingness. The study used Maslow's theory of needs as the underpinning theory, survey data collected from a sample of 278 domestic tourists in Vietnam, and the partial least squares structural equation modeling for data analysis. The results showed that perceived risk negatively affected tourists’ travel satisfaction during the pandemic, but it did not influence their travel willingness after the pandemic. In contrast, travel push motivation had a positive impact on tourists’ travel satisfaction and their willingness to travel postpandemic. Perceived risk had a greater effect on tourists’ satisfaction compared to travel push motivation. This result implies that domestic tourists would be more concerned about safety needs (a lower order need) while traveling in this particular pandemic context. However, travel push motivation (a higher order need) is more powerful in encouraging tourists to travel. Based on the results obtained, several implications are suggested for destination managers to attract and satisfy tourists in the context of a crisis.

Destination Quality and Tourist Loyalty: The Role of Destination Value as Mediating Variable

This research analyzes the influence of destination quality and destination value on tourist loyalty in the city of Bandung, Indonesia, and tests whether destination value mediates the relationship between destination quality and tourist loyalty. The type of research chosen is quantitative with a descriptive verification approach using SEM PLS. The population for this research is domestic tourists in the city of Bandung. From the analysis of 196 respondents, the majority were women, aged 18-25 years, and had a high school education. The results show a high assessment of the quality of eating places and the level of tourist loyalty. Public transportation accessibility received a low rating, and the lowest average score on the Time Value Variable. Hypothesis analysis shows a positive and significant influence between destination quality and tourist loyalty. Apart from that, there is a positive and significant influence between destination quality and destination value, and between destination value and tourist loyalty. The findings show that destination value mediates the relationship between destination quality and tourist loyalty, emphasizing the importance of strengthening destination value elements to increase tourist loyalty in Bandung City. Keywords: destination quality, destination value, tourist loyalty, urban tourism, city branding

Theatrical Rerelease: The Effect of Viewers’ Film Perceptions on Companion Preference, Willingness to Pay, and Willingness to Travel

While the recent theatrical rerelease of films has managed to bring large crowds back to the theaters, it is yet to be seen if rereleased films stimulate an increase in domestic tourist arrivals. In this regard, this study investigates the relationship between the viewers’ impression of the film in question and their behavioral intentions. The role of a film's cognitive and affective images in shaping the viewers’ willingness to travel is explored through direct and indirect effects of companion preference and willingness to pay. We use a sample of undergraduate and graduate students to test our hypotheses based on scales adapted from various studies. A total of 206 responses were collected and analyzed through PLS‐SEM. Results show a significant relationship between viewers’ cognitive impression of the film, their willingness to pay, and willingness to travel. While films??? affective image did not affect viewers’ behavioral intentions, it significantly affected their preference for having a companion. Our findings allow us to extend the current definitions of film tourism, which is limited to the idea of visiting destinations portrayed in the films. We then discuss how theatrical rereleases can assist destinations in elongating tourist stay and increase tourist arrivals.